Let’s say you work for a solid but boring company in the middle of America. In your role as a talent advisor, you post jobs on the internet and feel bad about your boring company brand. Your benefits are good, but you’re not Google or Facebook. You don’t offer free eyebrow threading and unlimited PTO.
You worry that your company’s value proposition isn’t sexy. You are concerned that you’ll lose the war for talent.
Don’t be too hard on yourself. Your brand isn’t bad. Here are some tips to manage job-seeker behaviors and make your conservative employer brand pop.
Have you been in business over the last fifty years? Did you survive the recession with minimal layoffs? Does your leadership team come from the local community? Even the youngest and wildest job-seekers might mature and want to start saving for retirement. Shine a spotlight on the values that made you successful in the first place: stability, security and a commitment to your local community.
SHOWCASE YOUR TOTAL REWARDS PACKAGE
Brag a little about what you’ve got, baby. You may not offer paid sabbaticals or a dog-friendly work environment, but your defined-contribution pension plan may kick some serious booty compared to your competition. Sing it from the mountaintops. Do you have new office space? A great cafeteria? Do you offer subsidized childcare or access to a life coach? Channel your inner Don Draper and showcase your total rewards. Tell the job-seeker how your company makes its employees happy.
BE DIVERSE, EVEN WHEN IT’S A STRUGGLE
Nobody disputes that women and minorities fall behind in corporate America. It’s an institutional problem that talent advisors are fighting on a daily basis. Do you have a powerful woman on your executive team who exhibits your company’s values? Have you worked hard to promote disabled, LGBTQ and minority employees into leadership roles? Even if you just have one or two examples, tell that story on your career website. And if you’re brave, ask your communications team to help you write a blog post on what you can and will do better in the future.
BORING IS SUBJECTIVE
Finally, remember that job-seekers don’t run from clearly articulated job descriptions that are honest, compelling and authentic. Managing candidate behavior means managing your behaviors as talent advisors. Do good work. Write great job descriptions using the best practices in the industry. Source, screen and interview candidates in a timely fashion. And remember that “boring” is in the eye of the beholder.